The National Basketball Association (NBA) and Fanatics announced an expanded multi-year collaboration to open the first brick-and-mortar NBA store in Australia beginning this year. Lids will operate the store.
The expanded collaboration builds on the NBA’s existing relationship with Fanatics, which currently operates NBAStore.com, the league’s global e-commerce site, and 21 international NBA store e-commerce sites.
The first NBA Store in Australia is located at the Emporium Melbourne in Victoria, the second store will open in Sydney, New South Wales. No date has been announced.
The flagship NBA stores are operated by Lids, which also operates the NBA’s flagship stores in New York, London, Paris, and the upcoming store in Berlin.
Both NBA stores will feature NBA and WNBA team and league-branded merchandise and memorabilia. The stores will also offer advanced on-site customization services for fans to personalize jerseys and hats. The stores will also feature several interactive experiences, including NBA 2K booths and NBA player height match-ups.
“Lids is thrilled to collaborate with the NBA to bring its first NBA flagship stores to Australia,” said Lids President Brittan Maughan. “Australia is one of the strongest international markets for the NBA and has a pedigree of producing great players.”
“The first brick-and-mortar NBA Stores in Australia reflect our continued commitment to engaging fans in Australia, who are among the most passionate in the world,” said NBA Asia Vice President, Global Merchandising Lesley Rulloda. “We recognize the appetite for all things NBA in Australia, and our collaboration with Fanatics and Lids will help us meet the growing demand for NBA and WNBA team-branded products by offering expansive physical retail spaces for fans to come together and celebrate their shared love of the game.”
More than 400 NBA-branded retail stores and attractions worldwide serve as the league’s official destinations for fans worldwide.